This happens all the time. A great press release is sent. Three days later, someone asks, “Hey, did we get any publicity from it?”. And nobody knows. But someone in promotions says, “Not sure. I sent the press release, so I assume it got used.”
Congratulations. The press release went out. But really, so what? A press release is mechanical. Once it’s sent, the promotion job begins.
Even though everything seems fine when you hit the send button, don’t just sit back and wait for all that free promotion to roll in. Getting the media to give free publicity is a marketing challenge.
The truth is that most of the time, a press release is issued…
And…
Crickets.
To get publicity, marketers have to aggressively follow up.
